sail-world.com
 
 
News Home Cruising Photo Gallery Video Gallery
Sail-World.com : Boat Shows are the vital 'meeting place' to savour latest and greatest
Boat Shows are the vital 'meeting place' to savour latest and greatest


'The public are able to touch and feel.'    Rosalie Taylor

Boat Shows remain relevant, even in a climate of competing commitments and new means of marketing. Nowhere else can visitors and industry alike enjoy the 'gathering of traders' so crucial to presenting innovation, passing on experience and reinforcing the boating lifestyle.

Boat show season is moving in to full swing, with the Rosehill Boat Show and Brisbane Tinnie & Tackle in March, Sanctuary Cove looming in May, followed by Adelaide in June, and Sydney and Melbourne in August, the Gold Coast Marine Expo in November and marine festivals and regional boat shows dotting the calendar throughout the year.

For exhibitors, the options are innumerable: choosing from local, national, BIA and privately owned shows, all touting for business and themselves judged on the number of exhibitors and visitors through the gates.

In Victoria, Steven Gill, the new GM at BIA Vic took the opportunity to chat at length with exhibitors at the Melbourne Summer Boat Show. They were unanimous in their estimation of the new generation of customer at boat shows who are well informed and looking for a good deal.

'Customers who come to boat shows and dealerships, have done their research on the internet and they clearly understand the products they’re looking at – the specs, brand reputations, pricing. Exhibitors are expert at asking the qualifying questions, and they told us boat show visitors have sought out the products they’re interested in and boat shows deliver the important tactile part – the touching and feeling, picturing themselves in their boats, justifying that purchase, forming a relationship with the person or brand they’re buying from – all the things you can’t do on the net.'

From analysis of this year’s Melbourne Summer Boat Show, the BIA Vic determined its website received a 335% increase in hits. The organisation promoted the site in all its marketing material and with links on event sites.

Says Gill: 'The internet is an important part of the process, an extension of the showroom, and social media too. Ignore it at your peril. But boat shows are crucial in the mix. People attend a boat show to compare products. We as organisers have to look at ways to facilitate that. The entire show experience has to grab people, because you’re competing with everything, online and off.'

Musto Fashion Parade - Sydney International Boat Show -  Sail-World.com -AUS ©   Click Here to view large photo



The not-so-qualified visitors too have to be catered for, if we consider them as the boat buyers of the future. 'Exhibitors acknowledge there does have to be a component of education, attractions and other experiences for those visitors. And we have to create a desire to be part of the boating lifestyle. We can use the internet to attract people in to the boat lifestyle.'

Domenic Genua, Marketing & Events Manager BIA NSW, is a veteran of 15 editions of the Sydney International Boat Show. Over that time, he has engineered the evolution of the event in response to the results of research into its key markets.

Sydney International Boat Show 2011 -  Jeni Bone   Click Here to view large photo


'We know people go to boat shows to buy, but they also expect to stimulate their five senses,' Genua says. 'They want the education and the entertainment components. That is, they want to learn about innovations and technology and see that for themselves and hear from experts, and they want to be entertained for their ticket price too. That’s how they view value for money.'

This combination of a great place to buy, and learn and be entertained is captured in the marketing and support for Sydney International Boat Show.

Rosehill Trailerboat Show on the other hand is a pared back experience, positioned as the show to get a good post-summer bargain. 'Exhibitors and visitors know this show is about end of summer clearance specials, new and second hand boats. We have a bit of fun with the fishing supertank and weigh in, but it’s really about doing deals – that’s the main objective.'

2012 Rosehill Trailer Boat Show -  Bob Wonders   Click Here to view large photo


While assailed with competition from all quarters within and beyond the boating industry, Boat Shows will always exist as they appeal to something deep in human nature, asserts Genua.

Domenic Genua, Marketing and Events Manager for the Boating Industry Association of NSW -  Sarah Ruggiero   Click Here to view large photo
'You can’t get away from the fact that boat shows owe their heritage to the traders’ bazaars of antiquity,' explains Genua. 'Traders would come to a central meeting place and show off their wares for visitors from all over the region. It’s human nature to enjoy that exchange and that excitement of gathering to hear what’s new.'

In Queensland, Marine Qld uses data on boat registration trends supplied by Queensland Transport which shows peak periods for registrations occur the months immediately following the industry’s leading boat shows.

Similar results have been documented in the US. A study conducted by the National Marine Manufacturers Association found that boat shows remain a crucial part of the consumer’s boat buying process.

In what NMMA is calling the largest study of its kind, MSU surveyed more than 20,000 attendees across all of NMMA’s consumer boat shows in 2008. The results revealed that 55 %of boat buyers attended a boat show within six months prior to their purchase and 65 % agreed that attending a boat show actually increased their desire to purchase a boat.

Says Don Jones, CEO of Marine Qld: 'There is no denying that today’s consumer is very savvy and the internet has made it much easier to research and discover what’s available.

'However, as boat show research proves, nothing can replace the importance of getting up close and sitting in the driver’s seat of your next boat before you make the final decision to buy.'

As well as its Brisbane events, Marine Qld plans to add a few regional shows to its program in 2013: the Mackay Marine Festival in June and the second edition of Power, Sail & Paddle at Manly which is penciled in for November.

Brisbane Tinnie and Tackle show - all for kids -  Marine Queensland   Click Here to view large photo

'Shows continue to prove people still buy boats at or in response to boat shows, there’s no doubt about that,' states Jones. 'In the marine industry, shows are one of the few calls to action, unlike the caravan and camping industry and other recreational spheres.

'People time their purchasing and channel their efforts in to visiting a show where they hope to see the latest gear at the best price.'

Power Sail and Paddle 2012 - all about hands on experience. -  Marine Queensland   Click Here to view large photo


And the onus is on boat show organisers to make the offering innovative, compelling and enthralling to keep patrons coming.

Jones’ view is seconded by the head of the International Federation of Boat Show Organisers, Jurij Korenc, who states that the aim of boat shows worldwide is to 'attract quality exhibitors and healthy attendance'.

But European boat shows, like other sectors impacted by a squeeze on discretionary spend, are not buoyant.

'We expect that in Europe, the situation will go on for another few years,' he says referring to the economic unrest and struggle many boat shows, large and small, are having in attracting visitors.
'It’s not just economic and political, it is now becoming psychological. It’s not ‘in’ to visit boat shows because there are so many more important issues. As long as there are economic problems in Europe, the industry will suffer. And the marine business is the last to bounce back. It will never come back to the heights of five or six years ago. If it can get back to 50% of the former situation, it will be a success.'

According to Korenc, some boat shows are trying to staunch and prop up visitor numbers by merging with other shows or sport events, 'but it’s a question of how long you can survive'.

'The main aim of a boat show is to deliver a profit or other benefit to the stakeholders (which may be a boating industry association, an independent exhibition organiser, an exhibition centre or a combination of interests). The measure of success then is whether the show delivers the desired benefits in a sustainable manner. And there is the crux: sustainability.

'Any street corner merchant can make a profit by fleecing customers, because he has a constant stream of new prospects coming along the pavement and because the fleeced customers never get to swap stories. Boat shows are right at the other end of the scale. They only happen once a year, and their customers, whether exhibitors or visitors, are all too ready to gather round the village pump to discuss their experiences at the show. So the organisers have to get it right, this time and every time.'

Stakeholders in boat shows are many and have varied expectations.

'Exhibitors want qualified visitors with the money and the enthusiasm to buy. For the wider industry, the show is expected to develop the market by generating interest in boating in the non-boating public. For the visitors, they want a reason to take time to attend and pay the entry fee to see, touch and compare great products, and talk with experts and fellow enthusiasts. For show sponsors, the event must reflect their brand values and deliver the expected results to the target market. To achieve positive outcomes for these stakeholders, that’s sustainability.'

Jurij Korenc President IFBSO -  Jeni Bone   Click Here to view large photo
A reality of boat shows is that total attendance remains a major benchmark for the success of an event, continues Korenc.

'An end-of-show release from an event that has suffered a fall in visitation might say something like ‘visitor numbers were down, but those who came were well motivated to buy’, or cite numerous exhibitors whose show ‘exceeded expectations’, but it’s rarely a convincing line.

'Boat show attendance and boat sales are closely correlated, not least because very few people ever buy a boat off a magazine ad or website. They need to see it first, and shows remain the best platform to view and compare different craft. So what is true of building attendance is true of generating sales.'

Changing demographics, fluctuating consumer confidence and competition from all manner of leisure activities mean the boating industry must adapt.

Families and avid fishos love the Brisbane Tinnie and Tackle Show, which combined with 4x4 and Outdoor Show offers three big days of entertainment. -  Marine Queensland  
'Worldwide, the boating industry faces both short-term problems in consumer confidence and credit availability, both of which are essential for sales, and a long-term decline as other pastimes and interests stake a claim on the leisure dollar, pound or euro,' advises Korenc, himself the founder of the Internautica boat show, now in its 18th year and based in Portoroz Marina, on Slovenia’s Adriatic coastline.

'The difficulty at the moment is not how to grow attendance or sales, but how to arrest decline. An ageing demographic means that, in Germany for instance, three high-spending older boaters are lost to the industry every year for each new enthusiast that joins at entry level.

'In terms of strategy and positioning boat shows, we are seeing more intelligent use of closely targeted marketing efforts that make the most of the appropriate modern media for each need, and less of the blanket press advertising that used to be the mainstay of boat show marketing.

'Using a variety of social media to create a buzz about boats and boating, the best shows are perhaps beginning to make some progress. But it’s going to be a long climb back before recovery turns to growth.'


by Jeni Bone

  

Click on the FB Like link to post this story to your FB wall

http://www.sail-world.com/index.cfm?nid=106946

3:37 AM Tue 26 Feb 2013GMT


Click here for printer friendly version
Click here to send us feedback or comments about this story.







News - USA and the World

Three America's Cup sailors have been named in the top 20 sports earners, in a list published in the New Zealand Herald this week. Topping the list is Sir Russell Coutts with a claimed earnings of $13million. He is just a $1million ahead of an English Premier League player, Winston Reid, and motor racing ace, Scott Dixon. All Black captain, Ritchie McCaw is ranked #5. ... [more]  

Melges 32 World Championship - Prepare for off-the-charts action by International Melges 32 Class Association
Entering its sixth World Championship season, the International Melges 32 Class Association has raced at arguably every world-class venue on the globe, has seen the most respected pro and amateur sailors on its courses and most importantly, learned valuable lessons of what owners and sailors want so that the Melges 32 continues to be strongest one design grand prix sportboat on the planet. ... [more]  

The Notice of Race for ISAF Sailing World Cup Miami, scheduled for 25-31 January 2015, has been released. On-line entry will open on 10 November 2014. The deadline for priority entries with regards to quotas is 5 December 2014. Entries must be received no later than 5 January 2015 to qualify for early entry. ... [more]  

New Ragamuffin 100 emerges from the hull build in Nowra *Feature by Richard Gladwell/Sail-World.com/nz
Ragamuffin 100, which started out as a modified Elliott design, Maximus, is another supermaxi undergoing a major rebuild or retrofit. Across the Tasman, the new Ragamuffin 100 will be virtually a new boat with a a new hull design by Andy Dovell / Syd Fischer / David Witt. The hull mould and shell was built by Innovation Composites at the Nowra facility. ... [more]  

Photographer Carlo Borlenghi was on deck for day three of Les Voiles de Saint Tropez to capture these stunning images of the action. ... [more]  

The IFDS Rankings for Paralympic Classes have been released. It's a British 1-2 at the top of the 2.4mR Rankings with Megan Pascoe at world number one and Helena Lucas at world number two. 2014 World Champion Heiko Kroger (GER) sits at world number seven but counts less regattas than those above him. ... [more]  

The International Sailing Federation (ISAF) and Rolex are happy to reveal the Nominees for the ISAF Rolex World Sailor of the Year Awards 2014. ISAF received nominations for the 2014 Awards from across the world for sailors representing all aspects of the sport. ... [more]  

Like the name implies, the goal of the boater-funded BoatUS Foundation for Boating Safety and Clean Water is to educate boaters about safe and clean boating. The Foundation is looking to fund Grassroots Grant projects that utilize new, innovative approaches that encourage safe and clean boating among the boating public. ... [more]  

The 35th edition of the Rolex Middle Sea Race is fast approaching and appears likely to rewrite the record books. Entries are shortly due to close and the Royal Malta Yacht Club is already bracing itself for the biggest fleet to grace its island home since the Great Siege of 1565. The Ottoman Armada of 450 years ago was recorded to be 193 in strength. ... [more]  

A stellar list of just under 100 broadcasters has been lined up to showcase the world’s toughest ocean challenge, the Volvo Ocean Race 2014-15, to a new global audience of fans. The 12th edition has offered channels a line-up of a new 39-part weekly half-hour show plus special short bespoke features. ... [more]  

Photographer Eugenia Bakunova of leading Russian website www.mainsail.ru was on the water at Les Voiles de Saint Tropez on the French Riveria , and provided this gallery of images of the classics and other yachts racing on Day 2 ... [more]  

Southern Spars ships the world's tallest masts by Richard Gladwell, Sail-World.com/nz
Leading world sparmaker, Southern Spars, has shipped two spars for a new 85 metre ketch. The superyacht will carry two 93metre masts which will be the world’s tallest rigs on one gigantic yacht. ... [more]  

Professional sailing photographers from all over the world are invited to join the Mirabaud Yacht Racing Image award 2014. Started in 2009, the Mirabaud Yacht Racing Image is the world’s premier photography competition dedicated to the sport of sailing. The prestigious trophy will be awarded during the World Yacht Racing Forum in Barcelona, on December 11, 2014. ... [more]  

David Kellett (AUS) is to be awarded the ISAF Beppe Croce Trophy which honours an individual for their outstanding voluntary contribution to the sport of sailing. The ISAF Beppe Croce Trophy, first presented in 1988 in memory of Beppe Croce, the ISAF President from 1969 to 1986, will be presented to Kellett at the 2014 ISAF Annual Conference in Palma de Mallorca, Spain. ... [more]  

After being graced with plenty of late summer sunshine during the opening days of the event, more autumnal weather moved in on the fifth day of the DAVIDOFF Cool Water Sylt PWA Super Grand Slam with grey skies and infrequent showers. Unfortunately though the light winds continued as the sailors endured another lay day. ... [more]  

In a move that is expected to benefit recreational boaters, on Oct. 22 the US Coast Guard will drop the current life jacket type code scheme -- Type I, II, III, IV and V -- that has been used for years to label and differentiate the types of life jackets and their specific use. ... [more]  

Kate Nota and her team onboard the J/111 Odyssey won the Ripple Effect Short Video Contest, which was part of the Ida Lewis Distance Race this summer (August 15). ... [more]  

The largest Laser World Championship in history will be taking place on the south coast of France when 515 sailors, representing 36 different countries, begin racing on October 5 to open the 2014 Audi Laser Masters’ World Championships. The Laser remains one of the best and most popular boats worldwide in which to enjoy the sport of sailing. ... [more]  

Carlo Borlenghi was back on the water for day two at Les Voiles de Saint-Tropez to capture these images. ... [more]  

It has been an interesting journey so far for the Chinese team in the Volvo Ocean Race, Dongfeng Race Team. Approximately 10 months ago this team set out on a mission to select and train Chinese recruits in the hope that they would be ‘race ready’ for the start of leg 1 of the Volvo Ocean Race 2014-15. ... [more]  

Volvo Ocean Race fans can now carry the world’s toughest ocean race in their pocket, thanks to the launch of a new official mobile app. Developed for both iOS and Android systems, the app is available for download from the App Store and Google Play now – and boasts a host of exciting features which will allow users to be closer to the on-water adventure than ever before. ... [more]  

Race teams planning next season’s calendar could do worse than sign up for the Mount Gay Round Barbados Race Series 2015 which runs from 16-24 January. This event, which kick starts the Caribbean race season, was re-launched in 2014 with a new race format and plenty of record-breaking opportunities. It proved such a success that an even bigger entry is expected in 2015. ... [more]  

Photographer Eugenia Bakunova of leading Russian website www.mainsail.ru was on the water at Les Voiles de Saint Tropez on the French Riveria , and provided this gallery of images of the classics and other yachts racing ... [more]  

Sunset+Vine|APP, the Oxford-based unit of the multi-award winning UK independent TV sports production and media company Sunset+Vine, has helped ISAF smash all previous broadcaster records for the recent Santander 2014 ISAF Sailing World Championships. ... [more]  

2014 ISAF Sailing World Cup - Melbourne - Don’t forget to enter the ISAF Sailing World Cup – Melbourne. There are only two days left to take advantage of the discounted entry price offer. ... [more]  

2014 12 Metre North American Championships - Two days of a northerly (first strong, then light) and one day of a building southwesterly put six 12 Metre yachts to the test at their North American Championships, which were held off Newport, R.I. over September 26-28. Gunther Buerman’s (Newport, R.I.) KZ-3 and Dennis Williams’ (Hobe Sound, Fla.) Victory ’83 defended their titles ... [more]  

The waiting game continued on day four of the DAVIDOFF Cool Water Sylt PWA Super Grand Slam as the light winds continued. Over the course of the day a few sailors took the opportunity to make the most of the small waves on offer, either surfing or SUPping. After spending the day on hold the sailors were released at 4:30pm. ... [more]  

After Gmunden, Austria, in 2011 and Cala de' Medici, Italy, in 2012 and after a pained second place, same points with the Portogues 'Credite Egs' in Portosin, Spain, last year, the Italian crew coming from Puglia 'Euz II Monella Vagabonda', with Sandro Montefusco at the helm and his brother Paolo as a tactician, confirms for the third time the Platu 25 World Championship title. ... [more]  

Carlo Borlenghi was on deck for the first day of competition at Les Voiles de Saint-Tropez to capture these images. ... [more]  

Photographer Ingrid Abery was on site for day one of racing at the 2014 Les Voiles de Saint Tropez to capture these images. ... [more]  

The final day of the 2014 U.S. Team Racing Championship ended up being a half day of sailing due to a complete shutdown of the wind. However, the fleet completed enough races to count Gold Round Robin 3 and crown Ladies and Gentlemen as the back-to-back Team Racing Champions. ... [more]  

Michigan, the Great Lakes State, was a fitting location as The National Sailing Hall of Fame (NSHOF) gathered for the fourth time in the organization’s history to fulfill its mission to recognize Americans who have made outstanding contributions to the sport of sailing. ... [more]  

The International Sailing Federation (ISAF) has published guidelines for candidates bidding to host the 2016 ISAF Youth Match Racing World Championship. Bids to host the 2016 ISAF Youth Match Racing Worlds must be received by Friday 24 October 2014. ... [more]  

Volvo Ocean Race: Last medical training for the onboard sailors +Video
2014 Melges 20 Pacific Coast Championship - Images by Erik Simonson
J/105 North American Champs- Rod Wilmer and Terry McLaughlin succeeds
Extreme Sailing Series: Burling and Tuke back on board for Nice Act
2014 Buddy Melges Challenge - Lotte Meldgaard Pedersen wins US event
America's Cup: Oracle Team USA's AC72 takes to the streets
Alpari World Match Racing Tour - Canfield wins first Dutch Match Cup
Pantaenius and Camper & Nicholsons Marinas become strategic partners
Kite Foil Gold Cup Australia 2014 – Day two video
Bart's Bash: Update and Video - Information overload!
2014 U.S. Team Racing Championship - Day 2
2014 Buddy Melges Challenge - USA leads Denmark in Sheboygan final
2014 U.S. Adult Sailing Championship - Benz Faget wins third mallory
J/105 North American Champ - Wilmer/McLaughlin team maintain advantage
Images from Cannes: Régates Royales – Trophée Panerai
Régates Royales – Trophée Panerai: Cannes at its best
Dutch Match Cup - Gilmour keeps clean sheet in Lelystad
Dutch Match Cup - GAC Pindar through to fifth consecutive semi-final
Hobie 16 Open North Americans and 2015 Pan Am Games qualifier overall
Volvo Ocean Race - Frostad on Boat Design and final changes (Part II) *Feature
Volvo Ocean Race 10 days to go – Frostad on cultural change (Part I) *Feature   
2014-15 Volvo Ocean Race on NBC Sports Network in the U.S.   
2014 J/24 World Championship - Will Welles’ Cougar clinches   
2014 Buddy Melges Challenge - Meldgaard and Le Berre ready for semis   
2014 U.S. Adult Sailing Championship - Day 3   
2014 U.S. Team Racing Championship - Day 1 + Video   
America's Cup: Then and now - Coutts on why Oracle won, and the Venue   
Byte CII World Sailing Championship comes to Royal Varuna, Thailand   
Dutch Match Cup: Canfield wins Qualifying, six set for Quarters battle   
12 Metre North Americans - A blast from the America’s Cup past   
2015 ISAF Sailing World Cup qualification system published   
Volvo Ocean Race: Mapfre named as Spanish team sponsor + Video   
Extreme Sailing Series returns to Nice for the penultimate Act of 2014   
ISAF invites bids for 2016 Women's Match Racing World Championship   
2014 ISAF Sailing World Cup, Melbourne - Teaming up   
Mascalzone Latino Jr. named 2014 Melges 20 European Ranking Champion   
2014 Buddy Melges Challenge - Le Berre keeps winning in Sheboygan   
Hobie 16 Open North American Champ and Pan Am Games Qualifier - Day 4   
2014 U.S. Adult Sailing Championship - Day 2   
J/105 North Americans - Wilmer and McLaughlin master light conditions   


For this week's complete news stories select    Last 7 Days
   Search All News
For last month's complete news stories select    Last 30 Days
   Archive News







Sail-World.com  


















Switch Default Region to:

Social Media

Asia

Australia

Canada

Europe

New Zealand

United Kingdom


http://www.sail-world.com/event_images/image/Twitter_logo_small.png http://www.sail-world.com/event_images/image/FaceBook-icon.png  http://www.sail-world.com/event_images/image/RSS-Icon.png

United States

Cruising Northern

Cruising Southern

MarineBusiness World

PowerBoat World

FishingBoating World

 

Contact

Commercial

News

Search

Contact Us

Advertisers Information

Submit news/events

Search Stories/Text

Feedback

Advertisers Directory

Newsletter Archive

Photo Gallery

 

Banner Advertising Details

Newsletter Subscribe

Video Gallery

Policies

 

 

 

Privacy Policy

 

 


Cookie Policy

 

 



This site and its contents are © Copyright TetraMedia and/or the original author, photographer etc. All Rights Reserved.  Photographs are copyright by law.  If you wish to use or buy a photograph contact the photographer directly.
XLXL WAS US
LocalAds   DE  ES  FR  IT